Telus Pulls Out of CWTA

In an interesting turn of events, Telus, Canada’s No. 2 wireless carrier, has withdrawn from the Canadian Wireless Telecommunications Association, the Globe and Mail reports. The move is effective immediately.

“Telus’ decision to withdraw from the CWTA reflects our desire to continue progressing our highly differentiated strategy and our unique Customers First approach,” said Josh Blair, Telus’s chief corporate officer. “We are grateful for Bernard Lord’s excellent leadership. He effectively managed a wide diversity of opinions. Bernard has contributed significantly to the development of our industry and we look forward to our continued collaboration with him and his team on initiatives of joint interest.”

The motivation for Telus’ comes from its continued effort to differentiate itself from other players. The CWTA is the wireless industry’s main lobby group, representing the interests of all member carriers. The group has already faced a major setback when Wind Mobile, Public Mobile, and Mobilicity withdrew, claiming that the organization serves only the interest of the incumbents.

The CWTA reacted immediately by issuing the following statement:

“CWTA is understandably disappointed with this decision, but respects the position of Telus to undertake a more distinctive advocacy approach outside of CWTA. As a long-serving member of the Association, Telus has contributed strongly over the years to advancing wireless industry growth, innovation and consumer services,” said CWTA spokesman Marc Choma in a statement.

Since the wireless startups withdrew from the lobby group a lot has changed in the wireless industry: the Big Three have joined forces, challenging the government’s wireless policy, although the (positive) effects of their marketing campaign were questionable.

Also it is worth noting that Telus has put great effort into differentiating itself from Rogers and Bell on multiple fronts. As it turns out, the interests the CWTA represents do not coincide with Telus’ interests, so a divorce was inevitable (it seems).